The document discusses service design and experience mapping. It provides an example of an experience map created for Rail Europe to map out a customer's experience in planning, booking, traveling and returning from a rail trip in Europe. The experience map charts the customer's process, touchpoints, feelings and thoughts throughout the different stages. It then identifies opportunities to improve the customer experience and provides recommendations around communicating value, improving the booking and ticket experience, supporting customers through changes, and enabling ongoing planning.
Slides from a service design workshop held at Ratkaisu13, an annual conference organized by CGI Finland (formerly known as Logica). If you are interested in knowing more, get in touch.
What can we expect to happen to services and design in the next 10 years? In this presentation, our head of Insight, Marzia Arico, explores four drivers of change that will significantly impact services and design in the future. #SDGC17
Talk on the importance of Service Design Thinking, how the evolution of Design and business leads to Service Design Thinking, overview of Service Design Thinking process and key artifacts used.
Slides from a service design workshop held at Ratkaisu13, an annual conference organized by CGI Finland (formerly known as Logica). If you are interested in knowing more, get in touch.
What can we expect to happen to services and design in the next 10 years? In this presentation, our head of Insight, Marzia Arico, explores four drivers of change that will significantly impact services and design in the future. #SDGC17
Talk on the importance of Service Design Thinking, how the evolution of Design and business leads to Service Design Thinking, overview of Service Design Thinking process and key artifacts used.
If you work with services, whether in technology, physical or human services, this talk will give you a high level understanding of the Service Design process and how you can use simple tools to find a problem worth solving, and solve it well.
Note: If you are an experienced service designer you may find the content fairly high level :)
The question of how Service Design is different from other disciplines is the wrong way to look at the discipline. In this talk I highlight the core flexibilities required to practice Service Design and how service design extends the work of other practices like UX, CX, IxD, Content Strategy, and more.
The role of service design in organizations Carol Massá
Presentation given at FusionConf UX Edition in Charlotte, NC (April, 2019) about the power of perspectives, role of service design, methodologies and challenges around shifting from operational driven to design drivel models in today's world.
Carol Massa is a service designer at Harmonic Design
www.thisisharmonic.com
To hear a recording of Richard's presentation please visit https://attendee.gototraining.com/r/9217597784540753409.
Richard Ekelman, Founder of the Service Experience Academy will lead this 1-hour talk. He will explore what service design is a discipline and toolkit when building understanding, co-creating innovation, and evolving organizational culture. Service design is uniquely equipped to handle the complexities and pitfalls of innovation, and this talk will cover not only the core thinking and principles but how those principles have practical application in any organization. Additionally, Rich discusses the overlaps and distinctions between service design and other disciplines such as six sigma, user experience, customer experience, and product design. The goal of this webinare was to provide participants with a foundational understanding of service design that will enable them to build confidence in their ability to discuss and experiment with service design in their own work.
To hear a recording of Richard's presentation please visit https://attendee.gototraining.com/r/9217597784540753409.
From Products to Services: A Service Design Crash CourseJamin Hegeman
This is a combination presentation and guide for a workshop I gave with Jared Cole at UX Week in August 2010. The content is largely the same as Service Design: An Interaction Design Perspective, except for the addition of the workshop slides.
Quick introduction to UX & service design, high-level process & some methodologies and inspiration.
This deck was created for the workshop on UCD for the built environment.
In the masterclass customer-journey mapping and innovation, service design plays a major role. Service designer Caroline Beck takes you through a quick course in customer journey thinking, which puts the customer at the center in a practical and applicable way.
A Tiny Service Design History | Daniele Catalanotto | Swiss Innovation AcademyService Design Network
We often talk about the future of Service Design. What will AI bring to it? How will machine learning change our practice? But often, we lack the basic understanding of our past. What’s the first service that ever existed in history? How old is really co-creation? In this fun talk, Daniele shares key stories about the history of our field. Starting with 10,000 BC up to 2019. This little journey will show how Service Design stole ideas from psychology, politics and even philosophy.
Become a member!
https://www.service-design-network.org
Follow us on Twitter: https://twitter.com/sdnetwork
Or on LinkedIn: https://www.linkedin.com/company/2933277
Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/
Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/
Visual Frameworks to Drive Innovation ProcessesRoberta Tassi
Designing complex services involving a large number of actors and many different channels (like healthcare services) can benefit from the use of visual frameworks to help drive and accelerate design processes.
The Backpack Plus project (frog + UNICEF) is a tangible example of how a visual framework can help designing a comprehensive systemic solution, and evolve across the different stages of the design process.
Information Design Matters, London 2014
If you work with services, whether in technology, physical or human services, this talk will give you a high level understanding of the Service Design process and how you can use simple tools to find a problem worth solving, and solve it well.
Note: If you are an experienced service designer you may find the content fairly high level :)
The question of how Service Design is different from other disciplines is the wrong way to look at the discipline. In this talk I highlight the core flexibilities required to practice Service Design and how service design extends the work of other practices like UX, CX, IxD, Content Strategy, and more.
The role of service design in organizations Carol Massá
Presentation given at FusionConf UX Edition in Charlotte, NC (April, 2019) about the power of perspectives, role of service design, methodologies and challenges around shifting from operational driven to design drivel models in today's world.
Carol Massa is a service designer at Harmonic Design
www.thisisharmonic.com
To hear a recording of Richard's presentation please visit https://attendee.gototraining.com/r/9217597784540753409.
Richard Ekelman, Founder of the Service Experience Academy will lead this 1-hour talk. He will explore what service design is a discipline and toolkit when building understanding, co-creating innovation, and evolving organizational culture. Service design is uniquely equipped to handle the complexities and pitfalls of innovation, and this talk will cover not only the core thinking and principles but how those principles have practical application in any organization. Additionally, Rich discusses the overlaps and distinctions between service design and other disciplines such as six sigma, user experience, customer experience, and product design. The goal of this webinare was to provide participants with a foundational understanding of service design that will enable them to build confidence in their ability to discuss and experiment with service design in their own work.
To hear a recording of Richard's presentation please visit https://attendee.gototraining.com/r/9217597784540753409.
From Products to Services: A Service Design Crash CourseJamin Hegeman
This is a combination presentation and guide for a workshop I gave with Jared Cole at UX Week in August 2010. The content is largely the same as Service Design: An Interaction Design Perspective, except for the addition of the workshop slides.
Quick introduction to UX & service design, high-level process & some methodologies and inspiration.
This deck was created for the workshop on UCD for the built environment.
In the masterclass customer-journey mapping and innovation, service design plays a major role. Service designer Caroline Beck takes you through a quick course in customer journey thinking, which puts the customer at the center in a practical and applicable way.
A Tiny Service Design History | Daniele Catalanotto | Swiss Innovation AcademyService Design Network
We often talk about the future of Service Design. What will AI bring to it? How will machine learning change our practice? But often, we lack the basic understanding of our past. What’s the first service that ever existed in history? How old is really co-creation? In this fun talk, Daniele shares key stories about the history of our field. Starting with 10,000 BC up to 2019. This little journey will show how Service Design stole ideas from psychology, politics and even philosophy.
Become a member!
https://www.service-design-network.org
Follow us on Twitter: https://twitter.com/sdnetwork
Or on LinkedIn: https://www.linkedin.com/company/2933277
Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/
Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/
Visual Frameworks to Drive Innovation ProcessesRoberta Tassi
Designing complex services involving a large number of actors and many different channels (like healthcare services) can benefit from the use of visual frameworks to help drive and accelerate design processes.
The Backpack Plus project (frog + UNICEF) is a tangible example of how a visual framework can help designing a comprehensive systemic solution, and evolve across the different stages of the design process.
Information Design Matters, London 2014
A quick overview of service design by Nick Marsh of Engine service design. What is service design? Why is it? Where's it going next?
Delivered at HyperIsland, Stockholm, September 2007
A talk I gave at UX People 2013 as an attempt to demystify the term 'Service Design'. I talked about the methodologies and tools that service designers use, as well as the attitudes and skills requires to practice the discipline.
A form of product that consists of activities, benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. The government sector, with its court, employment services, hospitals, loan agencies, military services, police and fire department, postal service and schools, in the service business. An essential ingredient to any service provision is the use of appropriate staff and people. Refers to the systems used to assist the organization in delivering the service. Where is the service being delivered? Physical Evidence is the element of the service mix.
A slidedeck Marc Stickdorn and Jakob Schneider use for presentations on Service Design Thinking in 2013. It uses some examples from the field of tourism to explain the basic concepts, process, methods and tools of service design. Have a look at our websites to learn more on what we're doing or get in touch with us:
The book "This is Service Design Thinking": www.tisdt.com
The software "smaply": www.smaply.com
The mobile ethnography software "myServiceFellow": www.myservicefellow.com
Presentation by Marc Stickdorn & Jakob Schneider.
Graphic design by Jakob Schneider. Like his style? Check his agency: http://kd1.com
Was ist Gamification, wie funktioniert es und wie kann ein Unternehmen davon profitieren, das erklärt Peter Zwyssig, Geschäftsführer von foryouandyourcustomer Zürich, in seiner Präsentation. Für den Multichannel-Berater liefert das Thema des Tages einen wertvollen Beitrag im Umgang mit Kunden, Mitarbeitenden, Partner etc., dessen Einsatz jedes Unternehmen prüfen sollte.
Donn DeBoard Rail Europe Chris Risdon STC Summit May 2013ddeboard
Chris Risdon (Adaptive Path)'s finished map of Rail Europe illustrates the solution for my session attendees. This map offers an opportunity to review key points from my presentation.
Designing for Multi-touchpoint ExperiencesJamin Hegeman
Want to help your team and stakeholders develop a mindset for designing and delivering multi-touchpoint service experiences before getting caught up in constraints and requirements? Could you use a fun, experience-driven method to level the playing field and get multidisciplinary teams working together to generate ideas?
During the first part of this service experience workshop, we’ll use an acting method called ‘service storming’ to rapidly generate ideas for a service concept across multiple touchpoints. This simple, but powerful tool will help teams cover a wide range of experiences in a short time period.
After acting out some service experiences, we’ll focus on making them operational. For this, we will turn to the service blueprint, a service design tool that helps you capture experience across time and touchpoints in a way that many teams and stakeholders can understand and design from.
Together, these tools will help you and your teams develop a service mindset, work better across disciplines, and move from ideation to execution of multi-touchpoint service experiences.
What you’ll get in this workshop:
A great team building exercise that gets people thinking outside of the box, screen, or whatever constrains them
An introduction to service storming, a great ideation method that using acting as a way to generate and communication service concepts
An introduction to service blueprints, an operational tool used to visualize the touchpoints and backend systems needed to realize service experiences
Midwest UX '12: Mapping the ExperienceChris Risdon
As services become more interconnected across channels and devices—and more importantly across time and space—it’s becoming increasingly important to find ways to gain insight about customers’ interactions with your service.
Experience maps offer a framework for mapping human experiences across multiple situations and interactions, helping to ensure that every occasion where your organization touches or connects with a person’s life is appropriate, relevant, meaningful, and endearing.
In this presentation I talk about orchestrating touchpoints and their channels through experience maps. I review an experience mapping framework that includes key components and how they’re used for designing for a multi-touchpoint experience. The presentation discusses the activities that feed the map so that it tells a tangible story, the key elements make up a useful and actionable map, and how to then define the characteristics of your mapped touchpoints. Experience maps are intended to be catalysts, not conclusions.
Service Design is gaining popularity in the United States as a better approach to defining and orchestrating service experiences. While having much in common with user experience, service design in practice requires new ways of thinking and new methods of making. It also requires embracing both the complexity of service experiences and the organizations that deliver them.
This workshop is designed to get more user experience practitioners familiar with some of the methods of service design. Our session will focus on several lo-fi making approaches–acting, sketching, storytelling, and blueprinting–that can be used to iteratively conceptualize new service experiences.
The session will be fast-paced and iterative. You'll learn concepts and approaches that only can prepare you to tackle service experience problems, but can easily be applied to any project involving multiple touchpoints or channels. You'll be thrown in the service design deep end, but the water's warm (I promise).
From the UX Week description:
Have you ever wanted to make an orchestrated, integrated, cross-product, multi-channel, location-sensitive, smart commerce, service designed product ecosystem for the masses? Yes?! Then this workshop is for you! Except that in this workshop, we will throw out the buzz words and provide a sensible framework for bringing products and services into both the glory and the minutia of people’s everyday lives. We will focus on the power and peril of a touchpoint. Just because you can touch someone, does that mean you should? We will explore how you can ensure that every occasion where your organization touches or connects with a person’s life is appropriate, relevant, meaningful, and endearing.
Workshop Presenters:
Chris Risdon, Paula Wellings & Todd Wilkens
Have you ever wanted to make an orchestrated, integrated, cross-product, multi-channel, location-sensitive, smart commerce, service designed product ecosystem for the masses? Yes?!
This workshop throws out the buzz words and provides a sensible framework for bringing products and services into both the glory and the minutia of people’s everyday lives. Focus on the power and peril of a touchpoint. Just because you can touch someone, does that mean you should? We explore how you can ensure that every occasion where your organization touches or connects with a person’s life is appropriate, relevant, meaningful, and endearing.
Using Storytelling to Create Experiences that Convert - Conversion Elite, Lon...Anna Dahlström
Slides from my 'Using Storytelling to Create Experience that Convert' talk at Conversion Elite on 6 June 2018
https://www.conversion-elite.co.uk/the-programme/
---
ABSTRACT
As users’ paths to conversion are becoming increasingly diverse understanding the context of our users, and the products and services we create, is ever more important. In this talk, Anna walks us through how storytelling principles and tools combined with UX and traditional conversion and optimisation approaches can be used to create better experiences for our users and healthier bottom lines for the business.
PlanetPass is an app that provides travelers with the opportunity to choose from a wide selection of guided walking tours that can be booked instantly and accessed right away.
We are the only service that can provide our clients with a guide as soon as 1 hour after they place an order!
Let Go of Your Ego: Orchestrating Progress through Competitive CollaborationPatrick Quattlebaum
Organizations represent a marketplace of ideas with the aim of achieving strategic objectives. Service design competes with other methodologies—lean, agile and design thinking—to frame problems and propose solutions for creating value. Tensions among these deter progress in translating these aspirations into reality. To deliver exceptional services, service designers must not approach their work as a zero-sum game of us vs. them. This talk explores competitive collaboration, a strategy for emphasizing cooperation with opposing enterprise worldviews. A set of principles and example tactics will equip attendees to create greater impact in their projects from discovery to strategy to delivery.
Workshop held at Giant Conference 2014 in Charleston SC.
Service Design is gaining popularity in the United States as a better approach to defining, designing, and orchestrating service experiences. While having much in common with user experience, service design in practice requires new ways of thinking and new methods of making. It also requires embracing both the complexity of service experiences and the organizations that deliver them.
This workshop is designed to get more user experience practitioners familiar with some of the methods of service design. Our session will focus on several lo-fi making approaches–acting, sketching, storytelling, and blueprinting–that can be used to iteratively conceptualize new service experiences.
The session will be fast-paced and iterative. You'll learn concepts and approaches that only can prepare you to tackle service experience problems, but can easily be applied to any project involving multiple touchpoints or channels. You'll be thrown in the service design deep end, but the water's warm (I promise).
Patrick Quattlebaum, Managing Director, Adaptive Path
The Softer Side of Design - The design process can be applied to solving problems as small as making a user interface more usable to addressing some of society’s most wicked problems. There’s a direct relationship between the scale of a design problem and the need for stronger soft skills. If you want to solve a complex problem and make an impact, you have to do more than thinking and making; you have to lead. In this talk, Patrick will share essential soft skills needed to design at scale and how to build those skills to the betterment of your career and the world around us.
Patrick craves taking on the most complex design problems he can find regardless of the medium or context. He passionately advocates for elevating the humanity within institutions to ensure both business and community sustainability.
Note: Updated for EuroIA, September 28, 2012
Brands large and small are placing increased importance on delivering a seamless, cross-channel customer experience. But most corporations struggle to define and communicate internally one vision for the experience and to coordinate design and implementation activities across the organization to realize that vision. The result: a customer experience that is the sum of its disjointed parts rather than a meaningful whole.
In this talk, I explore this phenomenon and share the following:
An overview of common organizational and cultural dynamics that make holistic customer experience design challenging
The importance of building relationships inside of the enterprise to create seamless, cross-channel customer experiences
Methods from or inspired by service design, film production, gamestorming, and consulting that I have experimented with (successfully and unsuccessfully) to orchestrate cross-functional teams
A challenge to architects and designers to facilitate cross-functional collaboration and integrated planning.
Brands large and small are placing increased importance on delivering a seamless, cross-channel customer experience. But most corporations struggle to define and communicate internally one vision for the experience and to coordinate design and implementation activities across the organization to realize that vision. The result: a customer experience that is the sum of its disjointed parts rather than a meaningful whole.
In this talk, I explore this phenomenon and share the following:
• An overview of common organizational and cultural dynamics that make holistic customer experience design challenging
• The importance of building relationships inside of the enterprise to create seamless, cross-channel customer experiences
• Methods from or inspired by service design, film production, gamestorming, and consulting that I have experimented with (successfully and unsuccessfully) to orchestrate cross-functional teams
• A challenge to architects and designers to facilitate cross-functional collaboration and integrated planning.
Top 5 Indian Style Modular Kitchen DesignsFinzo Kitchens
Get the perfect modular kitchen in Gurgaon at Finzo! We offer high-quality, custom-designed kitchens at the best prices. Wardrobes and home & office furniture are also available. Free consultation! Best Quality Luxury Modular kitchen in Gurgaon available at best price. All types of Modular Kitchens are available U Shaped Modular kitchens, L Shaped Modular Kitchen, G Shaped Modular Kitchens, Inline Modular Kitchens and Italian Modular Kitchen.
You could be a professional graphic designer and still make mistakes. There is always the possibility of human error. On the other hand if you’re not a designer, the chances of making some common graphic design mistakes are even higher. Because you don’t know what you don’t know. That’s where this blog comes in. To make your job easier and help you create better designs, we have put together a list of common graphic design mistakes that you need to avoid.
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
This study examines cattle rearing in urban and rural settings, focusing on milk production and consumption. By exploring a case in Ahmedabad, it highlights the challenges and processes in dairy farming across different environments, emphasising the need for sustainable practices and the essential role of milk in daily consumption.
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
34. The service sector
now generates ~64%
of the world’s GDP.
International Monetary Fund, World Economic Outlook Database, April 2012: Nominal GDP list of countries.
35. The service sector
now generates ~64%
of the world’s GDP.
International Monetary Fund, World Economic Outlook Database, April 2012: Nominal GDP list of countries.
71.1%
40. Service Anticipation Gap
The loss of future potential revenues
and the wasted ad spend when a
service doesn’t meet or exceed the
expectations set with the customer.
*BS
41. Increased customer
acquisition and adoption
rates by planning and
designing for service
propositions, sequencing,
and flow
Overcoming SAG
Increased customer
loyalty and advocacy
through human-centered
planning of customer
journeys across
touchpoints and
evidencing of
customer value
*BS
42. COMPETITION
— Complete unscientific guessing of who’s doing how much
How’s this work
getting done?
System Engineers
Operations
Management
Branding &
Marketing
Customer Service
“The Organization”
Straight-up Service
Designers
*BS
43. Service design applies design methods and
craft to the definition and orchestration of
service experiences.
Examines the operations, culture, and
structure of an organization for impact on
service experience.
Service Design (in two sentences)
Borrowed from Jamin Hegeman
44. Services are process
and experience
based.
From Service Blueprinting: A Practical Technique for Service Innovation
49. Services are process
and experience-
based.
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
People choose rail travel because it is
convenient, easy, and flexible.
Rail booking is only one part of people’s larger
travel process.
People build their travel plans over time. People value service that is respectful, effective
and personable.
EXPERIENCE
Rail Europe Experience Map
Kayak,
compare
airfare
Google
searches
Research
hotels
Talk with
friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets
arrive in mail
• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is
so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!
• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country
and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in
the middle of the night.
• Stressed that the train won’t arrive on time for my
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
• Excited to share my vacation story with
my friends.
• A bit annoyed to be dealing with ticket refund
issues when I just got home.
View
maps
Arrange
travel
Blogs &
Travel sites
Plan with
interactive map
Review fares
Select pass(es)
Enter trips Confirm
itinerary
Delivery
options
Payment
options
Review &
confirm
Map itinerary
(finding pass)
Destination
pages
May call if
difficulties
occur
E-ticket Print
at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for
questions
Activities, unexpected changes
Change
plans
Check ticket
status
Print e-tickets
at home
web/
apps
Look up
timetables
Plan/
confirm
activities
Web
Share
photos
Share
experience
(reviews)
Request
refunds
Follow-up on refunds for booking changes
Share experience
Buy additional
tickets
Look up
time tables
Stakeholder interviews
Cognitive walkthroughs
Customer Experience Survey
Existing Rail Europe Documentation
Opportunities
Guiding Principles
Customer Journey
Information
sources
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Communicate a clear value
proposition.
STAGE: Initial visit
Connect planning, shopping and
booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information
for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket
experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,
more savvy travelers.
STAGES: Global
Proactively help people deal
with change.
STAGES: Post-Booking, Traveling
Support people in creating their
own solutions.
STAGES: Global
Visualize the trip for planning
and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with
explicit purposes.
STAGES: Global
Communicate status clearly at
all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and
booking in Europe too.
STAGE: Traveling
Aggregate shipping with a
reasonable timeline.
STAGE: Booking
Help people get the help they
need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets
for refund
Get stamp
for refund
50. Services are process
and experience-
based.
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
People choose rail travel because it is
convenient, easy, and flexible.
Rail booking is only one part of people’s larger
travel process.
People build their travel plans over time. People value service that is respectful, effective
and personable.
EXPERIENCE
Rail Europe Experience Map
Kayak,
compare
airfare
Google
searches
Research
hotels
Talk with
friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets
arrive in mail
• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is
so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!
• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country
and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in
the middle of the night.
• Stressed that the train won’t arrive on time for my
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
• Excited to share my vacation story with
my friends.
• A bit annoyed to be dealing with ticket refund
issues when I just got home.
View
maps
Arrange
travel
Blogs &
Travel sites
Plan with
interactive map
Review fares
Select pass(es)
Enter trips Confirm
itinerary
Delivery
options
Payment
options
Review &
confirm
Map itinerary
(finding pass)
Destination
pages
May call if
difficulties
occur
E-ticket Print
at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for
questions
Activities, unexpected changes
Change
plans
Check ticket
status
Print e-tickets
at home
web/
apps
Look up
timetables
Plan/
confirm
activities
Web
Share
photos
Share
experience
(reviews)
Request
refunds
Follow-up on refunds for booking changes
Share experience
Buy additional
tickets
Look up
time tables
Stakeholder interviews
Cognitive walkthroughs
Customer Experience Survey
Existing Rail Europe Documentation
Opportunities
Guiding Principles
Customer Journey
Information
sources
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Communicate a clear value
proposition.
STAGE: Initial visit
Connect planning, shopping and
booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information
for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket
experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,
more savvy travelers.
STAGES: Global
Proactively help people deal
with change.
STAGES: Post-Booking, Traveling
Support people in creating their
own solutions.
STAGES: Global
Visualize the trip for planning
and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with
explicit purposes.
STAGES: Global
Communicate status clearly at
all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and
booking in Europe too.
STAGE: Traveling
Aggregate shipping with a
reasonable timeline.
STAGE: Booking
Help people get the help they
need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets
for refund
Get stamp
for refund
Experience
Mapping!
73. Needs
What people are
trying to satisfy
Actions
What people are
doing
Emotions
Feelings and
perceptions
People
Who is involved
Context
Place and
environment
Products and
Services
Building Blocks
74. USER RESEARCH
Thinking (framing)
Feeling (motivations) With whom
Artifacts
Where
Doing (behavior)
Thinking (framing)
Seeing
With whom
When
Hearing
Borrowed from Chris Risdon
75. USER RESEARCH
Thinking (framing)
Feeling (motivations) With whom
Artifacts
Where
Doing (behavior)
Thinking (framing)
Seeing
With whom
When
Hearing
We want to understand the context in which this touchpoint occurs—
time, place, emotions—so we can design to support the goal.
Borrowed from Chris Risdon
87. process (17c.)
a continuous series of actions
meant to accomplish some result
http://upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Anatomia_xiv_secolo.jpg/897px-Anatomia_xiv_secolo.jpg
89. process (20c.)
a sequence of interdependent and
linked procedures which, at every
stage, consume one or more
resources (employee time, energy,
machines, money) to convert inputs
(data, material, parts, etc.) into
outputs. These outputs then serve
as inputs for the next stage until a
known goal or end result is reached.
source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg
90. process (20c.)
a sequence of interdependent and
linked procedures which, at every
stage, consume one or more
resources (employee time, energy,
machines, money) to convert inputs
(data, material, parts, etc.) into
outputs. These outputs then serve
as inputs for the next stage until a
known goal or end result is reached.
source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg
95. PATIENT
ACTIONS
PHYSICAL
EVIDENCE
ONSTAGE
CONTACT
PERSON
BACKSTAGE
CONTACT
PERSON
Debbie’s
Chart Cart
Records/
Database
System
Bin
System
Check
Vitals &
Ask Quest
Place in
Kassam
Bin
Meet Dr.
Kassam
Kassam
Gets Quick
Review
Take
Away
Chart
Process &
Check-out
Records/
Database
System
Dictation
Chart
Storage
System
Door Tag
System
See Other
Patients
SUPPORT
PROCESSES
Sign In
Front
Desk
Waiting
Room
Front
Desk
Front
Desk
Hallway Exam
Room
MRI &
Chart
Exam
Room
MRI &
Chart
Door Tag Waiting
Room
Check-out
Room
Waiting
Room
Line of Interaction
Line of Visibility
Responds
Follow to
Exam Rm
Answer
Questions
Ask
Questions
Return
Door Tag
Check-out,
Pay, &
Leave
Check-in
Welcome
Get
Patient
Chart
See Other
Patients
Process
See Other
Patients
Brings
Door Tag
Back
Call
Patient
Grab
Door Tag
Escort to
Exam Rm
Chart in
To Be
Seen Bin
Write Rm
# on
Schedule
See Other
Patients
Grab
Chart
from Bin
Chart
Taken by
Staff
Check
Patient
Location
Check
Patient
Location
Schedule
System
Service Blueprint of Presby Neuro Clinic
? ? ? ? ?
Line of Internal Interaction
? ? ?
Wait Wait
Wait in
Exam Rm Wait Wait
Work by CMU students: Melissa Cliver, Jamin Hegeman, Kipum Lee, Leanne Libert, Kara Tennant
98. — Complete unscientific guessing of who’s doing how much
How’s this work
getting done?
System Engineers
Operations
Management
Branding &
Marketing
Customer Service
“The Organization”
Straight-up Service
Designers
*BS
Remember this?
103. process (21c.)
orchestrated series of interrelated
actions that produce sustainable
value for all stakeholders in complex
ecosystems of people, products,
services, and technologies
121. Needs
What people are
trying to satisfy
Actions
What people are
doing
Emotions
Feelings and
perceptions
People
Who is involved
Context
Place and
environment
Products and
Services
Choose a facet to drive your story